Step by step guide to integrating Bombora intent data with your CRM system

If you want to actually use intent data—not just buy another dashboard—this guide’s for you. Here’s how to get Bombora intent data into your CRM, step by step, with honest takes on what matters and what doesn’t. Whether you’re a marketer, sales ops, or the person who’s “in charge of data stuff,” you’ll walk away knowing what to do (and what to skip).

Why bother integrating Bombora with your CRM?

Let’s be real: Intent data isn’t magic. But when you actually connect it to your CRM, you shorten the gap between “maybe interested company” and “let’s talk to them.” You’ll know which accounts are heating up, right in the tools your reps already use, instead of burying insights in yet another vendor dashboard.

But here’s the catch: If you half-bake the integration, all you’re doing is adding noise. The good news? You can get it right with a bit of planning.

Step 1: Know what Bombora actually gives you

Before you start plugging things together, get clear on what Bombora provides:

  • Company-level intent signals: You’ll see which companies are researching topics that matter to you.
  • Topic clusters: Bombora tracks intent around specific topics—choose wisely (more isn’t better).
  • Scoring: Intent scores (usually 0–100) show how “hot” an account is.
  • Data delivery: Bombora data comes via CSV, API, or sometimes direct connectors.

Pro tip: Don’t get starry-eyed by the “volume” of data. Most of it won’t matter. Focus on signals that genuinely move your pipeline.

Step 2: Decide how you’ll get Bombora data

You’ve got a few options, and they’re not all equal:

  • Manual CSV export/import: Good for a proof of concept, but it gets old fast.
  • Bombora API: The most flexible, but requires dev time (and some patience).
  • Native integrations: Some CRMs (like Salesforce or HubSpot) have pre-built connectors, either from Bombora or third parties.
  • Middleware (Zapier, Tray.io, etc.): Handy for simple automations, but can get expensive or brittle.

Honest take: If you’re just testing, CSV is fine. If you want this to stick, spend the time to wire up an API or native integration. Middleware works, but keep an eye on costs and limits.

Step 3: Map Bombora fields to your CRM

Here’s where a lot of folks mess up. Don’t just dump all the data in—decide what your team will actually use.

  • Account matching: Make sure Bombora’s company data lines up with your CRM’s accounts. This is trickier than it sounds (think: “Acme, Inc.” vs. “Acme Corporation”).
  • Fields to bring in: Usually, you want:
  • Intent score
  • Topic of interest
  • Date of activity
  • Source (that it’s Bombora data)
  • Custom fields: You’ll probably need to create custom fields in your CRM for this data.

Don’t ignore: Matching companies is the #1 headache. Some CRMs do fuzzy matching, but you may need to use website domains or external enrichment tools.

Step 4: Set up the integration (the actual nuts and bolts)

This part depends on your setup. Here’s the gist for the big three routes:

4a. Manual (CSV) Import

  1. Download your Bombora intent data (usually weekly).
  2. Clean up the file: Remove columns and rows you don’t need.
  3. Match company names/domains to your CRM accounts: It’s never 100%. Expect some manual review.
  4. Import data into your CRM: Most have a “data import” tool. Map the Bombora fields to your custom fields.
  5. Spot check: Make sure data landed where it should.

Warning: This gets tedious fast. Useful for a pilot, but a pain to maintain.

4b. API Integration

  1. Get Bombora API credentials from your account rep or portal.
  2. Read the docs: Bombora’s API isn’t rocket science, but the docs can be dry.
  3. Write a script (usually in Python, JavaScript, etc.) to fetch new intent data on a schedule.
  4. Match and map records to your CRM. Use domains if you can.
  5. Push data into your CRM: Most modern CRMs have an API for updating accounts.
  6. Log errors: So you know what’s failing (trust me, something will).

Pro tip: Use a staging environment first if you can. And set up logging—don’t just hope it works.

4c. Native or Third-Party Connector

  1. Find the connector: Check Bombora’s documentation, your CRM’s integration marketplace, or third-party tools.
  2. Authenticate: Usually OAuth or API keys.
  3. Configure field mapping: The UI will walk you through it—don’t blindly accept defaults.
  4. Test with a small batch: Make sure data lands as expected.
  5. Set update frequency: Most run daily or weekly.

What to watch: Some connectors are “fire and forget,” but you’ll still want to check what happens when an account can’t be matched, or if Bombora changes its data format.

Step 5: Make the data useful (not just present)

You’ve got data in your CRM. Now what? Most teams stop here, and wonder why nothing changes. Don’t be that team.

  • Surface intent data where reps will see it: Add intent scores and topics to account views or dashboards.
  • Trigger alerts or tasks: For example, notify an account owner if intent spikes.
  • Prioritize outreach: Use intent as a filter in account lists. Don’t let reps ignore it.
  • Score or route leads: If you’re doing account-based marketing, intent data should affect who gets worked.

Real talk: If your reps don’t know what to do with the data, it’s just decoration. Spend time training them on what a “hot” intent score means and how it should change their outreach.

Step 6: Review, clean up, and iterate

Even the best integration gets messy. Build in regular reviews.

  • Check data accuracy: Are accounts matching correctly? Are scores updating?
  • Tune your topics: Drop topics that never produce real opportunities. Add new ones when you spot trends.
  • Get feedback from users: If no one’s using the data, fix that before adding more bells and whistles.
  • Automate cleanup: Remove or archive stale data so you’re not cluttering your CRM.

Ignore the hype: You don’t need a “dashboard of dashboards.” Just make sure the right people see the right info, and that it actually affects behavior.

What works, what doesn’t, and what to skip

  • Works: Tight topic selection, regular data reviews, clear field mapping, and involving sales/marketing early.
  • Doesn’t work: Dumping all Bombora data into your CRM and hoping for the best. Overloading reps with “insights” they’ll ignore.
  • Skip: Overly complex scoring models out of the gate. Fancy dashboards no one checks.

Final thoughts: Keep it simple, and improve as you go

It’s easy to get overwhelmed by all the things you could do with intent data. Don’t. Start with the basics—get clean, actionable Bombora data into your CRM, make sure people use it, and tweak as you learn. The best integrations are the ones people actually use, not the ones with the most checkboxes ticked.

If you run into issues, don’t be afraid to ask Bombora support or hit up your CRM’s community forums. And remember: Getting 80% of the value with a simple setup beats chasing perfection and launching nothing.